Durand CUP - Case DWIJANMA- RebrandIT: Quo Vadis 09 Bringing Durand Cup back to life! It is Sir Henry Mortimer Durand on whose name we have Durand Line between Pakistan and Afghanistan and Durand Football cup in India. Durand cup is the oldest football tournament in India & third oldest in the world after English FA Cup and Scottish FA Cup. It is the tournament rooted in history, tradition and commitment to football. Armed forces have nurtured the love and discipline for the sport with a rare idealism and innocence Teams from eastern part of India, East Bengal and Mohun Bagan have lifted the cup 32 times since 1947. There has been few times when team from Punjab(Border Security Force & JCT Mills) , South( FC Kochin), Goa( Salgaocar), Mumbai( Mahindra United) have won the tournament. 2009 tournament was won by Churchill Brothers from Goa. In 2006 Osian took over running and management of Durand Cup. With coming of Osian management prize money and tv coverage have improved immensely. They have set the target of playing a part in making Indian team qualify for the 2014 Fifa football world cup. Still with the pumping up of money Durand cup has not been able to capture minds and hearts of people. There are only 9 I-League teams which participates in the oldest tournament. Football in the past few years has become popular in India, as seen with increasing viewership of English Premier League and other European leagues. Still the interest in Indian football tournaments is not that great. Football fans don’t’ come to stadiums just like in Europe or like in India when there is cricket match. You have to come with rebranding, repositioning strategies for Durand Cup so as to make it one of the most sought after tournament in India. DWIJANMA- RebrandIT: Quo Vadis 09 .